It is barely fall, but it feels like January already. What I mean is that January is the time of year when (in the post-holidays glow) we tend to pause and think about what worked in the year past, what didn’t and what we want for the future. We sit down to think and reflect and make plans.
Of course it isn’t January yet, but here at 1-800-Translate we find ourselves at a crossroads. Everyone seems to have a phone in their hand these days; at the same time, people don’t actually want to talk on the phone. Worse yet, 1-800 numbers are going the way of the horse and buggy.
The name 1-800-Translate used to express our firm commitment to customer service and quick turnaround before we even got the chance to serve a customer. It was a brand association that we were proud to have. But times change and the name has turned into a liability. Of course we are still ranked number one for customer service in the translation industry, but the achievement is despite our name. These days 1-800 numbers seem old and sound like we are hawking something cheap. It is a far cry from the high-level planning and complex translation workflows we work hard to provide customers with every day.
So now 1-800-Translate is at an important crossroads. Should we discard what was for so long a favorite in favor of a newer name that better captures our current work? Should we still keep 1-800-Translate around for telephone interpretation and other on-demand services, but look to a different name for our suite of more complex business services? Should we stick to 1-800-Translate, the name we all know? What should we do?
Dear readers, we want to hear from you! What do you think that 1-800-Translate should do?